Culley's - Flavour not fire !!


Culley’s, named after owner and founder Chris Cullen, a playful nickname now crafting its way as a household brand around the world. Culley’s unwavering passion for chilli combined with over a decade as a Chef in New Zealand and Australia, set him on a quest to explore the far reaches of over 25 countries tasting the worlds’ finest produce and most exotic flavours. Upon his return, and with much encouragement and goading from his mates, he set about crafting a range of multi-award winning sauces. Culley’s started out at the Clevedon Farmers’ Market in Auckland and quickly grew to supply boutique grocers, including Farro and Nosh; supermarket giants, Progressives and Foodstuffs; while at the same time producing a number of exclusive ranges for popular Mexican, Thai and Italian restaurant chains and collaborations with celebrity Chefs and industry icons. Their products are now stocked in multiple retailers ‘across the ditch’ as well as Asia, the USA & Canada. Culley’s has expanded considerably since first using The FoodBowl in 2012.

The food safety platform developed, by The FoodBowl, has provided a huge advantage to Culley’s and other companies interested in selling to the supermarkets – “Initially Culley’s began production at The FoodBowl to meet demand to supply local boutique food stores in New Zealand. Stores such as FARRO Fresh, NOSH, Moore Wilson’s. It quickly became apparent that there was far wider interest in the products and late 2013 we presented to Progressive Enterprises (Countdown NZ). We were thrilled to get the news to supply their stores, nationwide (180), four hot sauces. Our buyer knew of The FoodBowl and the quality facility and staff so was delighted to know we were making the hot sauces there.” Cullen explains, “…we now supply over 300 supermarkets such as Countdown, New World and approximately 75 boutique stores across New Zealand.” Last year saw the launch of Culley’s own distribution centre, which has assisted greatly in supplying to their large number of outlets. When asked what the benefits of using The FoodBowl were, Cullen said “scalability has been key. The FoodBowl has been extremely supportive in our growth and assisted with procuring equipment to ensure we have been able to grow over the 3 years and continue to supply our customers a quality product.” “Food Safety Plans (FSP) and HACCP (Hazard Analysis and Critical Control Points) certification means we meet and in many cases exceed expectations of our customers.

Producing in such a quality facility, our customers know they are getting a quality product each and every time.” “Experienced and supportive staff - The FoodBowl staff are highly skilled and offer valuable support and help along the way. Culley’s gets many introductions to people we would otherwise never meet. Our products have been given to Chinese category buyers, also delegates visiting the FoodBowl from around the globe.” Culley’s now has his sights set high on the export market, with North America being the number one target.

Recently Culley’s landed its biggest deal to date with TJX, a multi-billion dollar company that will enable distribution into 376 stores across the USA and Canada with room to grow as TJX has 3000 stores in the USA and Canada and 500 in Eurpoe. Culley’s has not only enjoyed success in sales but also in recognition from the industry as a producer of quality hot sauce. In 2015 alone Culley’s has racked up a gold and 2nd places at the World Hot Sauce Awards, 2 x 1st places at the Chicago Host Sauce Festival and a further 2 x 1st places at the Scovie Awards in USA. It is safe to say a humble kiwi hot saucecompany is close to beating the Americans at their own game. Culley’s is a classic example of how The FoodBowl has helped a new project grow into a fully-fledged, value adding, significant export business.